Sparsh Apis Main Project

CHAPTER – 1
INTRODUCTION
1.1 INTRODUCTION
Apis India Limited was established in 1924. They are the third generation of
Entrepreneurs with extensive hands on knowledge of the trade. An ISO – 22000,
certification for documented procedure that applies to Food Safety framed by
International body. The company has also got the famed ORGANIC, TUV, USFDA,
KOSHER, EIC, APEDA, FMCG certification. Winner of Numerous Industry and
Government of India awards for Honey Exports. Apis are ISO 22000 certified by
Intertek, which is a documented procedure that applies to food Safety Management
System framed by International body.
APIS India is one of leaders in the field of organized Honey trade in India. With its
a world class in-house facilities for testing lab; processing and filtration for honey.
It has a state of art manufacturing facility spread in over 7 acre in Rorkee with a
capacity to process over 100 tons of honey per day.
With a mission to make pure and natural products a part of consumers everyday life
the company has also forayed into Tea; Cookies, Pickles, Jam, Dates & Preserves
considering the changing purchase dynamics & growing need of the quality branded
packaged products.
APIS India also provides specialized honey, which comprises ginger, lemon,
organic, honey with nuts, and honey with comb and is the Winner of Numerous
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International; Industry and Government Honey Exports. APIS India products have
been benchmarked to meet all European Union and other International Standards.
“APIS GROUP ALWAYS BELIEVES IN TAKING CHALLENGES HEAD ON

& HAS GROWN ROBUSTLY TO BECOME A KNOWN PLAYER IN THE
ORGANIZED HONEY TRADE”.
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1.2 APIS PRODUCT CATALOG FEATURES THE WORLD’S
FINEST PREMIUM
1. HONEY
From our In-house laboratory and state of art processing plant maintaining its
maximum nutritional value
2. Jam
Give a twist to your meals with the flavours of apple, pear, papaya, mango, orange
and pineapple.
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3. PICKLES
Selected fruits and vegetables from across india to offer a unique taste and flavor.
Apis pickles are a perfect mixture of spices, finest oils and fresh vegetables &
fruits, which provide a much needed liveliness to your every meal.
4. TEA
Sourced from the best of gardens blended with the perfect taste and texture.
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5. PRESERVES
That is minimally filtered to provide you with maximum goodness and a pleasant
aromatic flavor
6. DATES
Dates are a good source of various vitamins and minerals, energy, sugar, and fiber.
It also contains calcium, iron, phosphorus, potassium, magnesium and zinc.
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CHAPTER – 2
ABOUT THE TOPIC
2.1 PROFILE OF THE ORGANIZATION
• Apis India ltd has been operating in honey industry for last 2 decades but
majorly in B2B exports and domestic private label. However In 2015
management decided to start and establish its own brand in the Indian market.
1st one & half year was spent more on the planning and hiring right senior
management team.
• Apis have been clocking a growth of 100% plus every year in our own brand
segment and Apis command 30% to 40% outlet share in honey category in
most of the Modern Trade chains.
• Apis are able to bring the oldest brand of honey to offer consumer value
buying which was never done by category leaders in honey category in past.
In very short span Company has been able to transform retail business from
credit to cash & carry operations without compromising the growth.
• Apart from honey Apis have also added new product categories to your brand
offing's
• Since last year Apis have launched 4 new categories Under the Apis brand
name
 Apis Vedic Kitchen (Ginger Garlic Paste).

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 Apis Fruitilicious Jam
 Apis Spicelicious Pickles range
 Apis Dates rage.
• Apis India Ltd. has clocked the topline figures of Rs.80cr in MRP terms(in
our own brand),with a CAGR of 100% in last two years, Apis have around
1000 distributors and our products are placed on 2 Lac outlets(direct and
Indirect coverage) all over India.
Core Brand USP.
“Apis believe that product efficacy is our ultimate USP along with the value what
Apis offer to our consumer.”
2018-19: Growth Plan
To deliver the objective and caste our strategies, Apis propose to look over all Apis
business under 2 clusters as below
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 Apis Focus-1 Market: Increase Brand Awareness/Brand Recall through
NDP / Increasing Product depth in outlets/ Protect + Increase Market
share/Increase brand Visibility
 Apis Focus-2 Market: Increase Brand Visibility /Expand and Gain Market
share
2.2 COMPETITION MAPPING
A competition mapping is a visualization of the competitive position of firms,

brands, products, services or locations. This is often a basic graph of two variables
that customers consider when making a purchase.
This kind of research is crucial to your success as a business because it arms you
with the ability to quickly identify industry trends and adapt to competitor campaigns
or strategies in order to maintain a foothold or out-compete them entirely.
How to Conduct a Competitive Analysis
1. Categorize your competitors.
Whether you want to admit it or not, competitors are out there and they’re likely just
as hungry as you are.
This chapter details a simple, easy-to-use process that will help you conduct a
competitor analysis that discovers and keep tabs on other retailers in your space.
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Afterward, you’ll be able to:
 Capitalize on their weaknesses and strengths to help start your business.

 Have a better understanding of the landscape, plus learn how to best position
your business for success.
 Identify, understand and keep tabs on your competition so you never have to
worry about them sneaking up behind you.
As you conduct your research, keep things organized in a spreadsheet or database.
To start, track the basics; name of store, location, mission statement (if they have
one), product offering, strengths and weaknesses of their business, and category of
competition.
2. Examine your competitor’s website & customer experience.
Once you’ve identified your competitors, you’ll want to analyze their websites.
To start, take a close look at the following items:
 How solid is their product photography? How do they display their products
and help communicate details?
 How detailed are their product descriptions? What information do they
include? What information is missing?
 Where are their calls to action throughout the online shopping experience?
Are they obvious or do they get lost due to a poor color scheme or positioning?
 Are they trying to build an email list with a newsletter sign-up prompt? How
prominent is it?
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 Do they have a blog? How frequently do they post? What type of information
do they tackle?
 Is their site optimized for mobile?
 What methods for contact do they offer? Do they have limited hours for phone
support?
 How long does it take them to respond to email, live chat and contact form
submissions?
 Do they have an abandoned cart saver feature? If so, at what cadence do they
send the emails and what messaging is included?
 What information is included in their marketing banners and callouts? This
may help you start uncovering their competitive positioning within the
market.
 How frequently are they running promotions? What benefits do those
promotions provide to their customers and potential shoppers, as well as their
business?
3. Identify your competitor’s market positioning.
By identifying your competitor’s positioning strategy, you’ll start to get a feel for
your market’s demands and expectations.
Take a look at their website and marketing messaging and ask the following:
 What are customers really buying from them? Are they going for price?
Experience?
 How are they differentiating their product from their competition? What
features and benefits do they highlight the most in their marketing copy?
 What makes their product or service unique (according to them)?
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These questions will help you understand to whom your competitors are speaking
and how they position themselves within the market, which will pay dividends as
you work on how you’ll position yourself against or alongside them.
4. Take a peek at pricing.
Your pricing strategy is going to be one of the most important aspects of your online
business — and potentially a competitive advantage.
There are several factors to be considered when setting prices for your products.
The best place to start is to look at how your competitors have priced their products.
You’ll learn what your target market is willing to pay and get an understanding of
what prices might work well for your business.
5. Problem solve for shipping.
As with pricing, at this point in time, you’ll just want to gather intel as to how your
competition handles shipping, as well as how they communicate expectations.
6. Take a temperature check with reviews.
This is just a no-brainer.
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Take the time to find as many reviews of your competitors as possible, including
everything from product reviews on their website to business reviews on social
media to comments left on their blog.
Get a temperature check from their audience as to how healthy and client-centric
their business is and decide if it’s a strength or weakness you can capitalize on.
7. Review social media.
Looking at your competitors’ social media accounts has multiple benefits.
If they have many followers, and especially if they are actively engaged, it’s a good sign
that there is a market for your products.
Plus you’ll get a good idea of how customers feel about their business, and see what
works well and what doesn’t for engaging with your own client base.
Of course, if a competitor does social really well, it also means that you’ll need to
step up your game and come up with a new way of engaging your market — or
possibly choose a different mix of customers all together.
If your competitors don’t have a decent following, it could indicate that the market
is weak, your target market doesn’t use social media, or simply that there is room
for your business to take the lead at engaging with customers.
8. Use these bonus items and tools for competitive analysis.
 Get the gritty details: Want to know how long your competitors have been in
business? How about the date they registered their domain, their contact
information, server statistics and more?
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 See if they’re hiring: Find out what positions they’re hiring for, if any. This
can indicate the health of the business, plus give you a feel for the company
culture.
 Find out about funding: Are they seeking additional funding? This can tell
you how well they’re doing and give you ideas on how to position yourself.
Be sure to look on Crunch base for their investment portfolio. Also, Check
out places like Indiegogo and Kickstarter.
 Stay updated: Google Alerts will send you email updates based on keywords.
Setting up alerts for your competitors in addition to your own business will
help you keep up with any news you need to know. Also set up alerts for
industry terms to monitor new market developments that could affect your
business.
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2.3 DISPLAY OUTLETS
Visual merchandising or display outlets is the practice in the retail industry of

developing floor plans and three-dimensional displays in order to maximize sales.
Both goods and services can be displayed to highlight their features and benefits.
The purpose of such visual merchandising is to attract, engage, and motivate the
customer towards making a purchase. Visual merchandising commonly occurs in
retail spaces such as stores.
Techniques of display outlets
• Interior displays
In-store visual merchandising can be used to capture the attention of consumers

whilst they are in the store, an essential component in the buying decision-making
process. To capture the attention of the customer, the retailer must consider the
customer's needs during this process. Factors that contribute to the overall in-store
design include the store layout, store design, point of purchases displays, item
display, assortment display, and signage.
• Store layout
The layout of a store is a significant factor for the maintenance of a thriving business,
which can help advance sales and profitability. An effective store layout encourages
consumers to shop the entire store and view an extensive assortment of merchandise.
The most common forms of store layouts include grid layout, racetrack layout and
free form layout. Choosing a store layout depends on the type of store and the nature
of the product sold.
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• Mannequins
Mannequins are used by apparel retailers to display their products in-store and in the
window display. They are a tool used to show consumers what their products look
like on a person. The mannequins will commonly be styled to match trends as well
display the latest products available A study found that retailers projected an ideal
image to consumers with the size and proportions of the mannequins. This is used
to further reinforce the characteristics of their target market.
• Point of purchase display
Merchandise must be visible, easy to access, and there must be a range of

merchandise to choose from. Having visible merchandise is essential for retailers as
consumers not only "buy what they see"[14] but are also able to tangibly engage with
the physical product. This creates an emotional connection, which can drive the
customer to purchase the product. The physical positioning of the product also
increases visibility. Products at eye level also get more attention. “Eye level is buy
level” . Considering these elements when merchandising gives the customer a sense
of freedom of choice. "Less is more" is a key principle in visual merchandising.
Although having a wide variety of stock and product options is important for
consumers, it is also important not to overwhelm the consumer. Having too many
choices can be confusing to consumers and that phenomena is referred to as the
“tyranny of choice”. Arranging stock so it is not overcrowded, and limiting the
amount of merchandise on the shop floor, are important aspects of merchandising.
Over-crowded stores can create a sense of stress and anxiety, which does not
encourage the consumer to shop the entire store. A limited product selection can
make the purchasing decision easier
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• Bundling
Bundling is promoting objects that work together as a set. It inspires people how to
use the products in their lives and also makes complimentary product suggestions.
The store has already done work in envisioning the look the items can used to
achieve. Bundling also directs attention to specific products thereby limiting the
product selection presented.
• Atmospherics
The atmospherics also have a large influence on the store environment.

Atmospherics should all coordinate with each other to create a consistent ambiance
and positively influence the consumer's shopping experience and buying decision-
making process. Visuals such as light and display are not always enough to enhance
the overall ambience of the store, and retain customer attention; therefore, other
elements such as music and scents can be used.
• Light
Light can be used in many ways in retail stores, from highlighting an object or area
of a store to simply illuminate the entire store. Bright light can create a sense of
honesty, positivity, and can promote impulse purchasing. Lighting can also be used
to highlight the store layout and urge customers to flow through the store, exposing
them to more merchandise. The level of brightness in the store is a very important
factor in consumer behavior and the retail environment, as rooms that have dim
lighting are less arousing than more brightly lit spaces. Lighting can influence the
customer's decision making, behavior, and also the overall spatial environment as
lighting and ambiance are connected.
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• Music
The music played within a store can promote a brand's image, and can also aid
consumers into making purchase decisions. Music that suits the style of the store and
the target audience is an important factor to consider. Music with a slow tempo can
cause the consumer to relax; therefore, they spend more time in the store. This leads
to more contact with merchandise and increased purchasing. Having music, which
is popular within the target market, can also encourage consumers to linger in the
store longer.
• Exterior displays
Exterior window displays can be used to sell product and entice customers into the
store. An eye-catching, innovative window display can promote the brand image. It
can be used to advertise. Windows can give consumers and by-passers understanding
as to what goods are sold in store. They are also an effective way of promoting
fashion trends and providing useful information to the target audience.
• Window display
Visual merchandising is a multi-sensory tool used by retailers to catch the attention

of customers and attract them into a store to make a purchase. The first piece of
visual merchandising customers encounter with a brand is the window display.
Window displays are used as an initial attraction to bring customers into a store and
are also used as a marketing tool to communicate the brand's image to the consumers
as well as to distinguish itself from its competitors.
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• Seasonal displays
Adjusting window displays based on seasonal events, calendar dates, and

consumerism-based holidays such as Christmas, Valentine's Day, and Father's Day
can be a useful approach to encourage consumer purchasing. Choosing products that
suit the season to display in the window can remind consumers to purchase gifts and
provide gift ideas for the particular holiday.
• Fashion trends
Window displays can be used to set trends; therefore, window display designers
must always be one step ahead of trends and predict future fashion movements. The
merchandise must be able to direct these trends to the target audience, and be able
to communicate them in a way so the audience is able to understand. Clothing must
be styled on mannequins appropriately with popular clothing to draw consumer
attention to the store.
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2.4 DISPLAY OUTLETS IMAGES
Lajpat Nagar
KAMAL AND KANDAHAR SUPER MARKET KABUL CHAHARDHI SUPER MARKET
BALKH SUPER MARKET KEFAYAT SUPER MARKET
ROSHAN GENERAL STORE
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BRIJWASAN
SHINGAPURA STORE
TILAK NAGAR
NEW SAHIB PANEER BHANDAR
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BHOGAL
AFGHANI BROS. NAWABI SUPER MARKET
AMAN STORE
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GTB NAGAR
HANS MEDICOS KUMAR GENERAL STORE
JAGADAMBA STORE JAI MATADI POOJA STORE
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BHAJANPURA
JAIN AYURVEDIC
NAND MEDICOS KESHAV STORE
NOORANI DAWAKHANA BHRAMPURI
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NAJAFGARH
SHUBHAM STORE
NAND
MEDICOS
BHEEMA KI DUKAAN RANA SUPER MARKET
SHREE RADHEY PROVISIONAL STORE
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GOPAL STORE BIG CART
BIG BAZAAR, GAGAN TRADERS
GIRAJ STORE APNA BAZAAR
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2.5 VISION AND MISSION
 APIS VISION
Strive together with passion, unity of purpose, and unconventional thinking, to be a
dynamic front running brand, which is greatly valued & trusted for its efficacy.
 APIS MISSION
To create groundbreaking, impressive products at the optimal cost through
continuous value engineering, that sets the yardstick of worth & quality to consumer
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2.6BOARD OF DIRECTORS
DEEPAK ANAND, CHAIRMAN
Apis Chairman is a third generation businessman & has run many a flourishing
business in oil & gas and food industry. A true visionary he has been the guiding
force behind the group. His passion for work and flair for new business has seen the
company take many new initiatives in food industry
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AMIT ANAND, MANAGING DIRECTOR
A Delhi University Graduate from Kirori Mal College in Commerce he spearheads

key functions of Overall Plant Management; Human Resources; and Finance
functions
The Managing Director of the company the younger of the two siblings he has played
the perfect foil to the elder in initiating the GREEN FIELD initiative of the factory
in Roorkee. Leading from the front in all factory operations, a person with hand on
person in executing all details at the plant level.
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VIMAL ANAND, NON-EXECUTIVE DIRECTOR
A Delhi University graduate from Kirori Mal College in commerce. He saw an early
need to become a lead player in the tradeoff Honey in the world. Driven by his
passion and conviction in his belief and he was one of the few to receive a formal
training in beekeeping and Honey processing from University of WarmiaOlystyn
Poland. Beekeeping and Honey testing with a formal training in collection and use
of other Bee products like Pollen, Propolis, Bee Venom and Bee Bread which are
extremely useful as a natural source for Protein, antiseptic, having immense healing
powers for human being.
Slowly he built a global presence & a robust structure supported by a state of the art
production factory sin India to cater to the global markets. His undeterred leadership
and vision has led the company to reach the heights today in becoming a lead player
in organized honey trade in the world
With his open leadership styles he leads from the front and looks after the critical
Sales, Marketing and Procurement functions of the company
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2.7 SWOT ANALYSIS
STRENGTH
 Maximum consumer offer.

 QPS Scheme to marketer.
 Offers display to the marketer.
 Providing of advertisement tools.
WEAKNESS
 Less brand recall.

 Low consumer demand.
 New brand due to which consumer doesn’t buy the product.
 Marketer as well customers are not ready to buy new brand products.
OPPORTUNITY
 New market can be explored.

 To offer consumer goods & best price for the products.
 Without brand recall, can’t compete with other brand products.
THREATS
 Consumer buys only branded products like Dabur honey; Kissan

jam; Tops pickles; Smith & Jones ginger garlic paste.
 Quality issues in products can lead to consumers’ distrust towards
Apis products.
 Can’t provide offers and discounts to customers for lifetime.
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CHAPTER – 3
RESEARCH METHEDOLOGY
3.1 RESEARCH OBJECTIVE
To visit the market and do competition mapping, checking the display of the Apis in
the outlets and its brand recall in Delhi.
3.2 DEFINITION OF RESEARCH DESIGN
Research is common parlance refers to a search for knowledge. Once can also define
research as a scientific and systematic search for pertinent information on a specific
topic. In fact, research is a scientific investigation. The Advance Learner’s
Dictionary of Current English lays down the meaning of research as “ a careful
investigation or inquiry especially through search for new facts in any branch . “
3.3 RESEARCH METHODOLOGY
It is a way to systematically solve the research problem. It may be understood as a

science of studying how research is done scientifically. The scope of research
methodology is wider than of research method. In it , Apis study the various steps
that are generally adopted for the research in studying his research problem along
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with the logic behind them. It is necessary for the researchers to know not only the
research methods/techniques but also the methodology.
3.4 RESEARCH DESIGN
Decisions regarding what, when, how much, by what means concerning an enquiry
or a research study constitute a research design. “A research design is the
arrangement of conditions for collections and analysis of data in a manner that aims
to combine relevance to the research purpose with economy in procedure. “
3.5 TYPES OF RESEARCH DESIGN
 Exploratory research design
They are termed as formulative research studies. The main purpose of such studies
is that of formulating a problem for more precise investigation or of developing the
working hypotheses from an operational point of view.
 Descriptive research design
It includes survey and fact-finding enquires of different kinds. The major purpose of
it is description of the state of affairs as it exists at present.
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3.6 SAMPLING
 Sampling unit
A decision has to be taken concerning a sampling unit before selection sample. It

may be a geographical one such as state, district, village, etc, or a construction unit
such as house, flat, etc, or may be an individual. The researcher will have to decide
one or more of such units that he has to select for his study.
 Sample technique
In non-probability sampling technique the chances of selection of all elements of

population are not equal and convenience sampling method means sample drawn at
the convenience of the intervieApisr people tend to makes the selection at familiar
location and choose respondents who are like themselves.
3.7 SOURCES OF DATA
 Primary data
They are those which are collected afresh and for the first time, and thus happen to
be original in character. Apis collect primary data during the course of doing
experiments in an experimental research but in case Apis do research of the
descriptive type of performs surveys. Here the primary data will be collected by
means of preparing a questionnaire and getting it filled by a large sample space.
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These questionnaires will help in drawing conclusions about the case.
 Field survey
 Personal interview (Questionnaire)
 Secondary data
It means data that are already available i.e. they refer to the data which have already
been collected and analyzed by someone else. When the researcher utilizes
secondary data then he has to look into various sources from where he can obtain
them. In this case he is certainly not confronted with the problems that are usually
associated with the collection of original data.
Secondary data may be either published or unpublished data.
 Internet
 Database
HENCE, FOR MAKING THIS PROJECT, PRIMARY DATA HAS BEEN USED.
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CHAPTER – 4
DATA ANALYSIS AND INTERPRETATION
MARKET VISIT DATA ANALYSIS AND INTERPRETATION
1. APIS PRODUCT PURCHASED BY SHOPKEEPER
PALAM
PRODUCT PURCHASED BY SHOPKEEPER

0%
YES NO
100%
Fig 4.1.1. Apis products purchased by shopkeepers for Palam outlets
Here, every outlet has purchased the Apis products at least once, especially honey.
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TILAK NAGAR

0%
YES NO
100%
Fig 4.1.2. Apis products purchased by shopkeepers for Tilak Nagar outlet
Here, every outlet has purchased the Apis products at least once, especially honey.
LAJPAT NAGAR
47% YES NO
53%
Fig 4.1.3. Apis products purchased by shopkeepers for Lajpat Nagar outlet
Here, 14 outlets have only purchased the Apis products at least once, especially
honey. These outlets are the Afghani outlets but no Indian outlets shopkeepers are
ready to buy any of the Apis products because of no demand among their Indian
customers. 5 of the Afghani outlets are the display outlets of the Apis products.
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BRIJWASAN

4%
YES
NO
96%
Fig 4.1.4. Apis products purchased by shopkeepers for Brijwasan outlet
Here, every outlet has purchased the Apis products at least once, especially ginger
garlic paste, except 1 outlet.
BHOGAL

24%
YES
NO
76%
Fig 4.1.5. Apis products purchased by shopkeepers for Bhogal outlet
Here, only 5 outlets have only purchased the Apis products at least once, especially
honey. Other outlets mainly deal in branded product, that’s why they aren’t ready to
buy any new brand’s product.
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NAJAFGARH

0%
YES
NO
100%
Fig 4.1.6. Apis products purchased by shopkeepers for Najafgarh outlet
Here, every outlet has purchased the Apis products at least once
GTB NAGAR
32% YES
68% NO
Fig 4.1.7 Apis product purchased by shopkeeper for GTB Nagar outlet
Here, 21 outlets have purchased the Apis products at least once, especially honey.
Other outlets mainly deal in branded product, i.e. they aren’t ready to buy any new
brand’s product.
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BHAJANPURA

0%
YES
NO
100%
Fig 4.1.8. Apis product purchased by shopkeeper for Palam outlet
Here, all 14 outlets have purchased the Apis products at least once, especially honey.
2. DISPLAY OF APIS PRODUCTS
PALAM
DISPLAY FOR APIS PRODUCTS

0%
NO
100%
YES
Fig 4.2.1.Display of Apis productsin Palam outlets
Here, no outlet was having the display for Apis products.
TILAK NAGAR
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0%
NO
YES
100%
Fig 4.2.2. Display of Apis products in Palam outlets
Here, no outlet was having the display for Apis products.
LAJPAT NAGAR
38%
NO
YES
62%
Here, only 5 outlets are having the display for Apis products. Those outlets are the
Afghani outlets.
BRIJWASAN
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4%
NO
YES
96%
Here, only 1 outlet was having the display for Apis products.
BHOGAL
19%
NO
YES
81%
Here, only 3 outlets are having the display for Apis products. Those outlets are the
Afghani outlets.
NAJAFGARH
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48% NO
52% YES
Here, 12 outlets are having the display for Apis products.
GTB NAGAR
10%
NO
YES
90%
Here, only 4 outlets are having the display for Apis products. One display outlet was
closed that’s why it is not included.
BHAJANPURA
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10%
NO
YES
90%
Here, only 4 outlets are having the display for Apis products.
3. PROBLEM IN APIS PRODUCTS
PALAM
PROBLEM IN APIS PRODUCTS

19% NO
6%
Quality issue in dates
62% Semi purification of ginger garlic paste
13%
Less demand of honey
Fig 4.3.1.Problems faced by shopkeeper for Palam outlet
Here most of the outlets don’t have any issue with Apis products. But a few of them
have problems like quality issue in dates (2 outlets), semi-purification of ginger
garlic paste (1 outlet), less demand of honey (4 outlet).
TILAK NAGAR
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20% NO
Taste issue in pickle and Less demand of

pickle
80%
Fig 4.3.2. Problems faced by shopkeeper for Tilak Nagar outlet
Here most of the outlets don’t have any issue with Apis products. But a few of them
have problems with the taste of pickle and have less demand of pickle (6 outlets).
LAJPAT NAGAR

NO
37%
Quality issue in dates and less margin
53%
Less demand of honey
10%
Fig 4.3.1. Problems faced by shopkeeper for Lajpat Nagar outlet
Here most of the Afghani outlets have no issue with Apis products. But a 3 of them
have problems like quality issue in dates and less margin in dates. But no Indian
outlets have not purchased any of the Apis products due to less demand.
BRIJWASAN
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11%
NO
Less demand of pickle
27% Less demand of honey
54%
Less demand of jam
8%
Fig 4.3.1. Problems faced by shopkeeper for Brijwasan outlet
Here some of the outlets don’t have any issue with Apis products. But some of them
have problems with the demand of the Apis products like honey, pickle and jam due
to their taste.
BHOGAL
NO
31%
69% Less demand of Apis

products
Fig 4.3.1. Problems faced by shopkeeper for Bhogal outlet
Here, 3 Afghani outlets and 2 Indian outlets have no issue with Apis products. But
other outlets are not ready to buy products due to less demand of Apis products.
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NAJAFGARH
22%
NO
78% slow sale of Apis products
Fig 4.3.1. Problems faced by shopkeeper for Najafgarh outlet
Here, no outlet is having any issue with Apis products. But a few of them are having
slow sale of Apis products due to less brand recall.
GTB NAGAR

NO
32% 23% Less demand of Apis honey due to off season
less demand of jam, GGPs and pickle due to less brand recall
23% less demand of dates due to off season
6% 16% less demand of apis products due to less brand recall
Fig 4.3.1. Problems faced by shopkeeper for GTB Nagar outlet
Here, 7 outlets have no issue with Apis products. But other outlets are not ready to
buy products due to less brand recall of Apis, less demand of honey and dates due
to off season.
46
BHAJANPURA

14% NO
14%
72% Less demand of Apis honey due to off season
Fig 4.3.1. Problems faced by shopkeeper for Bhajanpura outlet
Here, 10 outlets have no issue with Apis products. But other outlets have a problem
in selling Apis products due to less brand recall and off season of honey.
4. MOST SELLING APIS PRODUCT
PALAM
MOST SELLING APIS PRODUCT

5%
9% Honey
Jam
16% Pickle
64%
Ginger garlic paste
6%
dates
Fig 4.4.1.Most selling Apis product for Palam outlet
Honey is the most selling Apis product in Palam with 61 pieces.
47
TILAK NAGAR

0%
6%
9% Honey
Jam
Pickle
85%
Ginger garlic paste
Fig 4.4.2. Most selling Apis product for Tilak Nagar outlet
Honey is the most selling Apis product in Tilak Nagar with 265 pieces and covering
more than 75% of the market.
LAJPAT NAGAR

11%
10%
Honey
4% Jam
7% 68% Pickle
Ginger garlic paste
Fig 4.4.3. Most selling Apis product for Lajpat Nagar outlet
Honey is the most selling Apis product in Lajpat Nagar with 307 pieces.
48
BRIJWASAN

7%
Honey
3%
15%
4% Jam
71% Pickle
Ginger garlic paste
Fig 4.4.4. Most selling Apis product for Brijwasan outlet
Ginger garlic paste is the most selling Apis product in Brijwasan with 475 pieces
and covering around 75% of the market.
BHOGAL
Honey
Jam
42%
49%
Pickle
Ginger garlic paste
dates
3% 2% 4%
Fig 4.4.5. Most selling Apis product for Bhogal outlet
Dates are the most selling Apis product in Bhogal with 97 pieces but Apis products
Apis are available only in 5 outlets.
49
NAJAFGARH
Honey
Jam
42%
49%
Pickle
Ginger garlic paste
dates
3% 2% 4%
Fig 4.4.6. Most selling Apis product for Najafgarh outlet
Dates are the most selling Apis product in Najafgarh with 97 pieces.
GTB NAGAR
Honey
5% 15%
Jam
7% Pickle
5% 68% Ginger garlic paste

dates
Fig 4.4.7. Most selling Apis product for GTB Nagar outlet
Honey is the most selling Apis product in GTB Nagar with 71 pieces but can try to
contribute more in the market.
50
BHAJANPURA

4% 5%
3%
2% Honey
Jam
Pickle
Ginger garlic paste
86%
dates
Fig 4.4.8. Most selling Apis product for Bhajanpura outlet
Honey is the most selling Apis product in Bhajanpura with 239 pieces.
5. LEAST SELLING APIS PRODUCT
PALAM
LEAST SELLING APIS PRODUCT

5%
9% Honey
Jam
16%
Pickle
64%
6%
Ginger garlic paste
dates
Fig 4.5.1. Least selling Apis product for Palam outlet
Dates are the least selling Apis product in Palam with 5 pieces only.
51
TILAK NAGAR

0% 9%
6% Honey
Jam
85% Pickle
Ginger garlic paste
Fig 4.5.2. Least selling Apis product for Tilak Nagar outlet
Pickle is the least selling Apis product in Tilak Nagar with 1 pieces only, available
in 1 outlet only.
LAJPAT NAGAR

11%
10%
Honey
4%
Jam
7% 68% Pickle
Ginger garlic paste
Fig 4.5.3. Least selling Apis product for Lajpat Nagar outlet
Pickle is the least selling Apis product in Lajpat Nagar with 17 pieces only.
52
BRIJWASAN

7%
Honey
15% 2%
Jam
4%
Pickle
72% Ginger garlic paste
dates
Fig 4.5.4. Least selling Apis product for Brijwasan outlet
Jam is the least selling Apis product in Brijwasan with 10 pieces only.
BHOGAL
Honey
Jam
42%
49%
Pickle
Ginger garlic paste
dates
3% 2% 4%
Fig 4.5.5. Least selling Apis product for Bhogal outlet
Pickles are the least selling Apis product in Bhogal with 5 pieces only.
53
54
NAJAFGARH
Honey
Jam
42%
49%
Pickle
Ginger garlic paste
dates
3% 2% 4%
Fig 4.5.6. Least selling Apis product for Najafgarh outlet
Pickles are the least selling Apis product in Najafgarh with 5 pieces.
GTB NAGAR
Honey
5% 15%
Jam Fig
7% Pickle
4.5.7.
5% 68% Ginger garlic paste
dates
Least selling Apis product for GTB Nagar outlet
Jam is the least selling Apis product in GTB Nagar with 5 pieces only.
55
BHAJANPURA

3%
4% 5%
2%
Honey
Jam
Pickle
Ginger garlic paste
86%
dates
Fig 4.5.8. Least selling Apis product for Bhajanpura outlet
Jam is the least selling Apis product in Bhajanpura with 7 pieces only.
56
6. PREFERENCE TO CUSTOMER
PALAM
Dates:-
 Apis – 5
 Date Crown – 2
 Sanjay Dates – 4
PREFERENCE
36% Apis
46%
Date Crown
Sanjay Dates
18%
Fig 4.6.1.Preferences for datesto customer by shopkeeper for Palam outlet
There is no much sale of dates of any brand in Palam due to less customer demand.
Then also, Apis dates have managed to be the top preference for the customer.
57
Honey:-
 Apis – 61
 Dabur – 149
 Patanjali – 54
 Zandu – 14
 Madhu – 2
1% No. of pcs
5%
22% Apis
19%
Dabur
Patanjali
Zandu
53% Madhu
Fig 4.6.2. Preferences for honey to customer by shopkeeper for Palam outlet
In case of honey, Dabur honey is ruling the market with 149 pieces and the most
preferred honey to the customer. Apis honey is on the second position and is not
even closer to the Dabur because of less brand recall and not much demand by the
consumer.
58
Ginger Garlic Paste:-
 Apis - 8
 Smith & Jones - 12
 Nilon’s - 6
 Dabur Homemade - 3
 Babiano - 1
 Mother’s recipe - 7
PREFERENCE
Apis
19% 22% Smith & Jones
3%
Nilon's
8%
Dabur Homemade
16% 32%
Babiano
Mother's Recipe
Fig 4.6.3. Preferences for ginger garlic paste to customer by shopkeeper for
Palam outlet
Ginger Garlic Paste is not much used in Palam. So, the Apis are available in limited
number of outlets. In those outlets, Smith & Jones is leading and most preferred
ginger garlic paste, followed by Apis on second position. Babiano ginger garlic paste
was an older piece which was not purchased by the consumer.
59
Pickles:-
 Apis - 15
 Tops - 79
 Joi - 4
 Nilon’s - 45
 Rakesh - 8
 Patanjali - 5
 Fun Top - 22
PREFERENCE
3% 12% 9%
Apis Tops
5%
Joi Nilon's
25% 44% Rakesh Patanajali
Fun Top
2%
Fig 4.6.4. Preferences for pickles to customer by shopkeeper for Palam outlet
In case of pickles, Apis stands on fourth position. Due to problem in taste, consumer
does not the Apis pickle. Tops is most selling and preferred pickle in Palam followed
by Nilon’s then Fun Top and then comes the Apis. With good brand recall and
consumer offer, Tops is the leading pickle in the Palam.
60
Jam:-
 Apis – 6
 Kissan – 63
 Tops – 14
 Fun Top – 8
 Nilon’s - 2
PREFERENCE
2%
6% Apis
9%
Kissan
15%
Tops
Fun Top
68%
Nilon's
Fig 4.6.5 Preferences for jam to customer by shopkeeper for Palam outlet
In case of jam, Kissan jam is most demanded and preferredjam in Palam. Kissan
have different varieties and different stock keeping units and is an old company due
to which it has a good brand recall and covering almost 75% of the market. Apis is
on the fourth position with only 6 pieces as Apis jam doesn’t have pull power like
the Kissan have.
61
TILAK NAGAR
Honey:-
 Apis – 265
 Dabur – 113
 Hitkari – 16
 Royal Bee – 12
 Sri Sri – 4
3%
PREFERENCE
3% 1%
Apis
10% Dabur
Patanjali
25% 58% Hitkari
Royal Bee
Sri Sri
Fig 4.6.6. Preferences for honey to customer by shopkeeper for Tilak Nagar
outlet
Apis Honey is most selling and preferred honey in this market with different
consumer offers and different stock keeping unit, covering more than 50% of the
market.
62
 Apis – 29
 Smith & Jones – 165
 Dabur Homemade – 10
 Regal Kitchen – 86
 Mother’s recipe - 27
PREFERENCE
3%
9% 9% Apis
Smith & Jones
27% Regal Kitchen
52% Dabur Homemade
Mother's Recipe
Fig 4.6.7 Preferences for ginger garlic paste to customer by shopkeeper for
Tilak Nagar outlets
In case of ginger garlic paste, Smith & Jones is leading and most preferred ginger
garlic paste, followed by Regal Kitchen on second position. Apis ginger garlic paste
was at third position with only 29 pieces in different stock units.
63
Pickles:-
 Apis - 1
 Tops – 79
 Haldiram – 4
 Nilon’s - 42
 Mother’s Recipe - 24
 Pooja - 12
 Fun Top - 4
PREFERENCE
2% 1%
Apis
7%
Tops
15% Haldiram
48% Nilon's
Mother's Recipe
25%
Pooja
Fun Top
2%
Fig 4.6.8. Preferences for pickles to customer by shopkeeper for Tilak Nagar
outlets
In case of pickles, Apis doesn’t stand with its competitors with 1 piece only. Due to
problem in taste, consumer does not purchase the Apis pickle. Tops pickles are the
most selling and preferred pickle in Tilak Nagar followed by Nilon’s on second
position. With good brand recall and consumer offer, Tops is the leading pickle in
the Tilak Nagar.
64
Jam:-
 Apis – 19
 Kissan – 71
 Tops – 21
 Patanjali – 1
 Fun Top – 1
 Mala - 1
PREFERENCE
1% 1%
1%
Apis
17% Kissan
18%
Tops
Fun Top
62% Patanjali
Mala
Fig 4.6.9. Preferences for dates to customer by shopkeeper for Tilak Nagar
outlet
In case of jam, Kissan jam is most demanded and preferred product in Tilak Nagar.
Kissan have different varieties and different stock keeping units and is an old
company due to which it has a good brand recall and covering more than 5o% of the
market. Apis is on third position with 19 pieces as it doesn’t have much customer
demand and was available only in 1 stock keeping unit i.e. 500g.
65
LAJPAT NAGAR
Dates:-
 Apis – 50  Al-olaa – 7
 Date Crown – 31  Fits Dates – 10
 Aammin – 19  Lyna – 3
 Emperor Dates – 9  Safawi - 9
PREFERENCE
2%
7% Apis Date Crown
7%
5% 36% Aammin Emperor Dates
7%
Al-olaa Fits Dates
14%
22% Lyna Safawi
Fig 4.6.10. Preferences for dates to customer by shopkeeper for Lajpat Nagar
outlet
Apis dates are the most selling dates in Afghani outlets of Lajpat Nagar. But no
Indian outlets Apis are selling. Then also, Apis dates are ruling in this market and is
mainly preferred by the shopkeepers.
66
Honey:-
 Apis – 307  Nature’s Treat – 6

 Dabur – 156  Rasna – 24
 Patanjali – 30  Himgiri – 20
 Zandu – 1  Pride – 1
 Hitkari – 126  Mehsons – 4
 Gangotri – 8  Pureland - 1
 Gala – 13
4% 0%
2%
1% 3%
1%
0% PREFERENCE
1% Apis Dabur
Patanjali Zandu
18% 44%
Hitkari Gangotri
Gala Nature's Treat
0% Rasna Himgiri
4%
Pride Mehsons
22%
Pureland
Fig 4.6.11. Preferences for honey to customer by shopkeeper for Lajpat Nagar
outlet
In case of honey, Apis honey is ruling the market with 307 pieces and is most
preferred honey in Lajpat Nagar. Dabur honey is on the second position and is not
even closer to the Apis because of more offers and more usage of honey by Afghani
customers.
67
 Apis - 47  Dabur Homemade - 50

 Smith & Jones - 53  Shudh - 10
 Kiz - 8  Mother’s recipe - 13
PREFERENCE
6% Apis
7%
Smith & Jones
26%
Kiz
28%
Dabur Homemade
29% Shudh
4% Mother's Recipe
Fig 4.6.12. Preferences for ginger garlic paste to customer by shopkeeper for
Lajpat Nagar outlet
Ginger Garlic Paste is not much used by Afghani customers due to their own taste
and flavours. So, the Apis are available in limited number of Afghani outlets. In
those outlets, Smith & Jones is leading and most preferred ginger garlic paste,
followed by Dabur Homemade on second position. Apis ginger garlic paste was at
third position with 47 pieces which Apis are available only in Afghani outlets, not
in Indian outlets. Then also, Apis ginger garlic paste was able to give a tough
competition to its competitors.
68
Pickles:-
 Apis - 17
 Tops - 85
 Nature’s Treat - 64
 Pachranga - 11
PREFERENCE
7% Apis
29% Tops
34% Nature's Treat
Pachranga
4%
26% Mother's Recipe
Fig 4.6.13. Preferences for pickles to customer by shopkeeper for Lajpat

Nagar outlet
In case of pickles, Apis stands on fourth position. Due to different taste of Afghani
customers and no demand of customers in Indian outlets, consumer does not buy the
Apis pickle. Tops pickle are the most selling and preferred pickle in Lajpat Nagar
followed by Nilon’s then Fun Top and then comes the Apis. With good brand recall
and consumer offer, Tops is the leading pickle in the Lajpat Nagar.
69
Jam:-
 Apis – 32  St. Dalfour – 22

 Kissan – 67  Punito – 5
 Tops – 18  Mackay – 20
 Cremica – 33  Mapro - 17
 Mala – 29
PREFERENCE
Apis Kissan
7% 13%
2% 8%
Tops Cremica
9%
Mala St. Dalfour
28%
12%
Punito Mackay
14% 7%
Mapro
Fig 4.6.14. Preferences for jam to customer by shopkeeper for Lajpat Nagar
outlet
In case of jam, Kissan jam is most demanded and preferred product in Lajpat Nagar.
company due to which it has a good brand recall and covering almost all the outlets.
Apis is on third position with only 33 pieces as Apis jam doesn’t have pull power
like the Kissan have.But other than Kissan, it is able give competition to its other
competitors.
70
BRIJWASAN
Honey:-
 Apis – 101
 Dabur – 173
 Zandu – 8
 I-flow – 39
 Rasna – 7
PREFERENCE
1%
2% Apis
9%
23% Dabur
Patanjali
26%
Zandu
39% i-flow
Rasna
Fig 4.6.15. Preferences for honey to customer by shopkeeper for Brijwasan

outlet
In case of honey, Dabur honey is ruling the market with 173 pieces and is most
preferred honey by the shopkeepers to their customers. Apis honey is on the third
position with 101 pieces, behind Patanjali honey, due less brand recall and not
much demand by the consumer but has the ability to compete with its competitors.
71
 Apis – 475
 Smith & Jones – 97
 Nilon’s - 5
PREFERENCE
1%
13% Apis
14% Smith & Jones
Regal Kitchen
72%
Nilon's
Fig 4.6.16. Preferences for ginger garlic paste to customer by shopkeeper for Brijwasan
outlet
In case of ginger garlic paste, Apis is leading with 475 pieces and most preferred
ginger garlic paste, followed by Smith & Jones on second position, not even
closer to Apis. Some outlets Apis are out of stock, then also, Apis ginger garlic
paste with different stock keeping unit and offer is ruling the market.
Pickles:-
72
 Apis – 24
 Tops – 232
 Nilon’s - 12
 Fun Top – 25
PREFERENCE
4%
8% 8% Apis
5%
Tops
patanjali
Nilon's
75% Fun Top
Fig 4.6.17. Preferences for pickles to customer by shopkeeper for

Brijwasan outlet
In case of pickles, Apis doesn’t stand with its competitors with 24 pieces only.
Due to problem in taste, consumer does not purchase the Apis pickle. Tops pickle
are the most selling pickle in Brijwasan. With good brand recall and consumer
offer, Tops pickles are the leading pickle in the Brijwasan.
Jam:-
73
 Apis – 10
 Kissan – 150
 Tops – 116
 Fun Top – 3
 Nilon’s - 30
PREFERENCE
3%
Apis
9%
Kissan
1% 10%
Tops
43%
Fun Top
34%
Patanjali
Nilon's
Fig 4.6.17. Preferences for jam to customer by shopkeeper for Brijwasan outlet
In case of jam, Kissan jam with 150 pieces is the most demanded and preferred
product in Brijwasan. Kissan have different varieties and different stock keeping
units and is an old company due to which it has a good brand recall. Apis with 10
pieces only, is not able to give competition as it doesn’t have much customer
demand and was available only in 1 stock keeping unit i.e. 500g.
Dates:-
74
 Apis – 48
No. of pcs
Apis
100%
Fig 4.6.18. Preferences for dates to customer by shopkeeper for Briwasan outlet
Apis dates are the only dates which are being sold in this market with its different
varieties i.e. Fard and Zahidi and different stock keeping units i.e. 250g and 500g.
Hence, it is the only dates which are preferred by the shopkeers.
BHOGAL
75
Dates:-
 Apis – 97
PREFERENCE
33%
Apis
Date Crown
67%
Fig 4.6.19. Preferences for dates to customer by shopkeeper for Bhogal outlet
Apis dates are the most selling and preferred dates in Bhogal. Apis dates are
ruling in this market with 97 pieces. Other than Apis, only Date crown’s dates are
sold in this market.
Honey:-
76
 Apis – 83
 Dabur – 90
 Hitkari – 23
 Gala – 7
 Himgiri – 5
PREFERENCE
2%
3% 9% Apis
31% Dabur
Patanjali
21%
Gala
Hitkari
Himgiri
34%
Fig 4.6.20. Preferences for honey to customer by shopkeeper for Bhogal outlet
In case of honey, Dabur honey is ruling the market with 90 pieces and is the most
preferred honey. Apis honey is on the second position with 83 pieces and is giving
a good competition to its competitors.
77
 Apis - 6
 Dabur Homemade - 4
 Mother’s recipe – 6
PREFERENCE
Apis
32% 31%
Smith & Jones
Dabur Homemade
21% 16% Mother's Recipe
Fig 4.6.21. Preferences for ginger garlic paste to customer by shopkeeper

for Bhogal outlet
Ginger Garlic Paste is not much demanded by the customers. So, they Apis are
available in limited number outlets. In those outlets, Apis & Mother’s Recipe is
leading, followed by Dabur Homemade on second position.
Pickles:-
78
 Apis - 5
 Tops - 182
 Pachranga - 1
PREFERENCE
2%
28% Apis
Tops
Pachranga
1%
69%
Mother's Recipe
Fig 4.6.22. Preferences for pickles to customer by shopkeeper for Bhogal

outlet
In case of pickles, Apis stands on third position with only 5 pieces and isn’t able
to compete with its competitors. Due to less demand of customers, shopkeepers
do not buy the Apis pickle. Tops pickle are the most selling and preferred pickle
in Bhogal followed by Mother’s Recipe. With good brand recall and consumer
offer, Tops is the leading pickle.
Jam:-
79
 Apis – 7
 Kissan – 242
 Tops – 77
 Mala – 8
 St. Dalfour – 12
PREFERENCE
2% 2%
4%
Apis
22%
Kissan
Tops
Mala
70% St. Dalfour
Fig 4.6.23. Preferences for jam to customer by shopkeeper for Bhogal outlet
In case of jam, Kissan jam is most demanded and preferred product in Bhogal.
company due to which it has a good brand recall and covering almost all the
outlets. Apis is with only 7 pieces it is not able to give competition to its other
competitors.
NAJAFGARH
80
Dates:-
 Apis – 63
PREFERNCE
33%
Apis
Date Crown
67%
Fig 4.6.24. Preferences for dates to customer by shopkeeper for Najafgarh outlet
Apis dates are the most selling and preferred dates in Najafgarh. Apis dates are
ruling in this market with 63 pieces in most of the outlets. Other than Apis, only
Date crown’s dates are sold in this market but only in limited outlets.
Honey:-
81
 Apis – 363
 Dabur – 211
 Hitkari – 19
 Gala – 18
 Zandu – 19
 Jiva – 5
 Royal Bee – 15
2%
PREFERNCE
2% 1% 3%
2% Apis Dabur
11%
Patanjali Gala
50%
Hitkari Jiva
29%
Royal Bee Zandu
Fig 4.6.25. Preferences for honey to customer by shopkeeper for Najafgarh

outlet
In case of honey, Apis honey is ruling the market with 363 pieces and is the most
preferred honey. Dabur honey is on the second position with 211 pieces. Apis
honey was available in most of the outlets and has a good sale.
82
 Apis - 679
 Dabur Homemade – 15
 Nilon’s – 57
PREFERENCE
2%
6%
15% Apis
Smith & Jones
Dabur Homemade
Nilon's
77%

for Najafgarh outlet
Apis Ginger Garlic Pastes are the most demanded ginger garlic paste by the
customers. So, they are available in most number of outlets and is the most
preferred ginger garlic paste. In those outlets, Apis is leading, covering more than
75% of the market, followed by Smith & Jones on second position, not even
closer to Apis.
Pickles:-
83
 Apis – 91
 Tops – 1009
 Fun Top – 31
 Patanjali - 20
 Mother’s Recipe – 12
 Joi – 3
PREFERENCE
Apis
6%
22% Tops
0% Fun Topd
1%
1% Patanjali
2% Mother's Recipe
68% Joi
Nilon's

Najafgarh outlet
In case of pickles, Apis stands on third position with 91 pieces. Due to less
demand of customers, shopkeepers do not buy the Apis pickle. Tops pickle are
the most selling pickle in Najafgarh with 1009 pieces (most preferred pickle) with
different offers and stock keeping units, followed by Nilon’s with 319 pieces.
With good brand recall and consumer offer, Tops is the leading pickle in the
Najafgarh
Jam:-
84
 Apis – 73
 Kissan – 409
 Tops – 302
 Cremica – 19
 Fun Top – 21
 Patanjali - 10
PREFERENCE
1%
2% 3%
2%
9%
Apis Kissan
Tops Cremica
35%
Nilon's Fun Top
48%
Patanjali
Fig 4.6.28. Preferences for jam to customer by shopkeeper for Najafgarh

outlet
In case of jam, Kissan jam is most demanded and preffered product in Najafgarh.
outlets. Apis is on third position with 73 pieces only.
GTB NAGAR
85
Dates:-
 Apis – 17
PREFERENCE
Apis
100%
Fig 4.6.29. Preferences for dates to customer by shopkeeper for GTB Nagar
outlet
Apis dates are the only selling dates in GTB Nagar. Apis dates are ruling in this
market with 17 pieces only (most preferred dates). They have the caliber to cover
more outlets, just because of off season and less brand recall, they are not able to
cover all the outlets.
Honey:-
86
 Apis – 77
 Dabur – 123
 Patanjali – 8
 Shudh - 1
PREFERENCE
0%
4%
37%
Apis
Dabur
Patanjali
59% shudh
Fig 4.6.30. Preferences for honey to customer by shopkeeper for GTB

Nagar outlet
In case of honey, Dabur honey is ruling the market with 123 pieces and is the
most preferred honey. Apis honey is on the second position with 77 pieces and
is trying to give a good competition to its competitors.
87
 Apis - 6
PREFERENCE
3%
11%
Apis
18% Smith & Jones
Nilon's
68%
Regal Kitchen

for GTB Nagar outlet
Apis Ginger Garlic Paste is not much demanded by the customers due to less
brand recall. So, they are available in limited number outlets with 6 pieces only.
In these outlets, Smith & Jones is leading with 149 pieces and is the most
preferred ginger garlic paste, followed by Nilon’s on second position with 41
pieces.
Pickles:-
88
 Apis - 8
 Tops - 184
 Nilon’s - 85
 Keya- 2
PREFERENCE
1% 3%
30% Apis
Tops
nilon's
66% keya
Fig 4.6.32. Preferences for pickles to customer by shopkeeper for GTB

Nagar outlet
do not buy the Apis pickle. Tops pickle are the most preferred pickle in GTB
Nagar, followed by Nilon’s. With good brand recall and consumer offer, Tops is
the leading pickle.
Jam:-
89
 Apis – 5
 Kissan – 278
 Tops – 23
 Mala – 3
PREFERENCE
1%
1%
8%
7% Apis
Kissan
Tops
Mala
Nilon's
83%
Fig 4.6.33. Preferences for dates to customer by shopkeeper for GTB Nagar
outlet
case of jam, Kissan jam is most demanded and preferred product in GTB Nagar.
competitors.
BHAJANPURA
90
Dates:-
 Apis – 14
No. of pcs
Apis
100%
Fig 4.6.34. Preferences for dates to customer by shopkeeper for Bhajanpura outlet
Apis dates are the only selling dates in Bhajanpura. Apis dates are ruling in this market with
14 pieces only. They have the caliber to cover more outlets, just because of off season and less
brand recall, they are not able to cover all the outlets.
Honey:-
91
 Apis – 239
 Dabur – 123
 Patanjali – 6
 baidhnath – 1
 Uttrakhand Madhu – 6
 Gangotri – 2
 Rasna – 4
 Zandu – 10
2%
0% 1% No. of pcs
0%
3%
2% Apis
Dabur
Patanjali
31% baidhnath
uttrakhand madhu
61%
gangotri
rasna
zandu
Fig 4.6.35. Preferences for honey to customer by shopkeeper for

Bhajanpura outlet
In case of honey, Apis honey is ruling the market with 239 pieces and is the most
preferred honey. Daburhoney is on the second position with 123 pieces. Apis is
having a good demand in that area and is giving a good competition to its
competitors.
92
 Apis - 10
No. of pcs
14%
Apis
32%
Smith & Jones
34% Nilon's
20% Regal Kitchen

for Bhajanpura outlet
In that market, most of the outlets were medical store, that’s why ginger garlic
paste were available on few outlets only. Smith & Jones is leading with 25 pieces,
Apis stands last in case of ginger garlic paste with 10 pieces only in 1 outlet. Due
to less brand recall and less customer demand, they doesn’t have much sale.
Pickles:-
 Apis - 7
93
 Tops - 83
 Fun Top – 9
No. of pcs
9% 7%
Apis
Tops
fun top
84%

Bhajanpura outlet
do not buy the Apis pickle. Tops pickle are the most selling pickle in Bhajanpura.
Jam:-
 Apis – 7
 Kissan – 25
94
No. of pcs
2%
Apis
Kissan
98%
Fig 4.6.38. Preferences for jam to customer by shopkeeper for Bhajanpura

outlet
In case of jam, Kissan jam is most demanded and selling product in Bhajanpura.
competitors.
7. RATINGS FOR THE APIS PRODUCT
PALAM
95
RATINGS
0% 1(very poor)
19% 19%
2(poor)
3(average)
37% 25%
4(above average)
5(good)
Fig 4.6.39.Ratings for Apis products for Palam outlet
3 outlet gave the rating of 1, 3 outlet gave the rating of 2, 6 outlet gave the rating
of 3, 3 outlet gave the rating of 4 and no outlet gave the rating of 5.
TILAK NAGAR
RATINGS
14% 0% 14% 1(very poor)
2(poor)
17%
3(average)
55% 4(above average)
5(good)
Fig 4.6.40. Ratings for Apis products for Tilak Nagar outlet
4 outlet gave the rating of 1, 5 outlet gave the rating of 2, 16 outlet gave the rating
of 3, 4 outlet gave the rating of 4 and 1 outlet gave the rating of 5.
LAJPAT NAGAR
96
RATINGS
9%
1(very poor)
23% 2(poor)
18%
3(average)
18% 32% 4(above average)
5(good)
Fig 4.6.41.Ratings for Apis products for Lajpat Nagar outlet
5 outlets gave the rating of 1, 7 outlets gave the rating of 2, 4 outlets gave the
rating of 3, 4 outlets gave the rating of 4 and 2 outlets gave the rating of 5.
BRIJWASAN
RATINGS
0%
1(very poor)
17% 21% 2(poor)
3(average)
33% 29%
4(above average)
5(good)
Fig 4.6.42.Ratings for Apis products for Brijwasan outlet
rating of 3, 4 outlets gave the rating of 4 and no outlet gave the rating of 5.
BHOGAL
97
RATINGS
0% 0%
1(very poor)
29% 30% 2(poor)
3(average)
4(above average)
41%
5(good)
Fig 4.6.43.Ratings for Apis products for Bhogal outlet
rating of 3 and no outlet gave the rating of 4 and 5.
NAJAFGARH
RATINGS
5%
1(very poor)
15% 2(poor)
20%
25% 3(average)
5(good)
Fig 4.6.44.Ratings for Apis products for Najafgarh outlet
rating of 3, 2 outlets gave the rating of 4 and 1 outlet gave the rating of 5.
GTB NAGAR
98
RATINGS
0% 6%
1(very poor)
2(poor)
24% 43%
3(average)
5(good)
Fig 4.6.45.Ratings for Apis products for GTB Nagar outlet
rating of 3 and no outlet gave the rating of 4 and 5.
BHAJANPURA
RATINGS
0%
1(very poor)
29% 21% 2(poor)
3(average)
21%
5(good)
Fig 4.6.46.Ratings for Apis products for Bhajanpura outlet
rating of 3, 4 outlets gave the rating of 4 and no outlet gave the rating of 5.
CHAPTER – 5
99
FINDINGS
• Customers ask for branded products only. Many of the customers or

shopkeeper doesn’t know about the Apis brand. Hence, this brand has less
brand recall.
• Customer doesn’t care for the offers when they want branded products.
• Apis honey is the most selling product in this company. Other Apis
products like jam, pickle, etc. aren’t able to compete much with other
brands like Tops, Kissan etc.
• Some of the outlets Apis are out of stock and out of them, a few placed
orders again.
• Some shopkeepers aren’t even ready to buy Apis products.
• Some quality issue has been in dates. They Apis are returned back to the
salesman.
• Only a few outlets in different markets have Apis display.
• Most of the shopkeepers mainly recommend Dabur and Apis in case of

honey, Tops in case of pickle, Kissan in case jam, Smith & Jones in case
of ginger garlic paste and Apis dates in case of dates.
100
CHAPTER – 6
CONCLUSION
• Apis brand isn’t a fully established brand in the market.
• Only limited number of outlets where having the display of Apis.
• People ask for branded products only. No new brand product is demanded.
• Apis with great offers also on their various products, are not able to
completely takeover the market.
• Out of all the products of Apis, honey is the most selling product of the
company.
• As per the ratings, overall performance of Apis products are neutral i.e.
neither poor nor good.
• Apis does not have a good brand recall like its rival products have in the
market.
CHAPTER - 7
101
SUGGESTIONS
• To overcome them, through the line advertisement can be used i.e. to

focus on brand building as well as focusing on the conversion.
• For this, best method is to use the concept of digital marketing i.e. online
selling of products to the consumers which can also help in reaching large
number of consumers.
• Brand boards (below the line advertisement) on different outlets can also
be placed for advertisement of products in different cities.
• Quality problem can be solved by having a proper quality test before

sending it in the market.
• Free samples can also be distributed in the market and to the customers and
can get direct feedback from them.
• Newspaper advertisement can also be done in local newspaper. Brochures

can be attached with the newspapers.
• Advertisement can also be done on local radio channels.
• Direct personal selling can also be done (door to door services).
CHAPTER – 8
102
BIBLIOGRAPHY
 Apis India LTD, 18/32, East Patel Nagar, New Delhi – 110008, India : -
 Mr. Ankit Harchandani (Brand Manager)
 Mr. Dheeraj (Manager - Marketing)
 Mr. Ajit (Brand Manager – Digital & Marketing)
 https://en.wikipedia.org/wiki/Visual_merchandising
 http://www.apisindia.com/index.php
 https://www.bigcommerce.com/blog/how-perform-competitive-
analysis/#undefined
 https://simplicable.com/new/competitive-map
ANNEXURE
103
QUESTIONNAIRE USED WHILE DOING THE MARKET
VISIT IN DIFFERENT AREAS:-
Number of outlet visited in each market:-
 Palam – 15
 Tilak Nagar – 30
 Lajpat Nagar – 22
 Brijwasan – 23
 Bhogal – 16
 Najafgarh – 18
 GTB Nagar – 31
 Bhajanpura – 14
Total number outlets visited while market visits = 169
Q1. Have you ever purchased any product of the Apis India LTD?
o Yes
o No
Q2. Do you have the display for the products of Apis India LTD?
o Yes
o No
Q3. Do you have any problem with the Apis products?
104
o Yes
o No
If yes, mark the following problems arrived?
o Less demand of honey

o Less demand of jam
o Less demand of ginger garlic paste
o Less demand of dates
o Less demand of pickle
o Quality issues in dates
o Quality issues in ginger garlic paste
o Tasty issue in pickles
Q4. Which Apis product has the most sales in your outlet?
o Honey
o Pickle
o Jam
o Ginger Garlic Paste
o Dates
Q5. Which Apis product has the least sale in your outlet?
105
o Honey
o Pickle
o Jam
o Ginger Garlic Paste
o Dates
Q6. Which brand’s honey would you prefer to your customers?
o Apis o Gangotri
o Dabur o Gala
o Patanjali o Rasna
o Zandu o Nature’s Treat
o Madhu o Pureland
o Hitkari o Himgiri
o Pride o Jiva
o Royal Bee o Shudh
o Sri Sri o Baidnath
o Mehsons o Uttrakhand Madhu
106
Q7. Which brand’s pickle would you prefer to your customers?
o Apis o Haldiram
o Tops o Pooja
o Joi o Pachranga
o Rakesh o Nature’s Treat
o Patanjali o Mother’s Reciepe
o Fun Top o Keya
Q8. Which brand’s jam would you prefer to your customers?
o Apis o Cremica
o Kissan o MaCkay
o Tops o Mapro
o Nilon’s o Punito
o Mala o St. Dalfour
o Patanjali
Q9. Which brand’s dates would you prefer to your customers?
o Apis o Al – Olaa
o Date Crown o Fits Dates
o Sanjay Dates o Lyna
o Aammin o Safawi
o Emperor Dates
107
Q10. Which brand’s ginger garlic paste would you prefer to your
customers?
o Apis o Mother’s Reciepe

o Smith & Jones o Regal Kitchen
o Nilon’s o Kiz
o Dabur Homemade o Shudh
o Babiano
Q11. Rating for the Apis products. (1 – very poor, 2 – poor,

3 – average, 4 – above average, 5 – good)
o 1
o 2
o 3
o 4
o 5
Q12 .Do you have any suggestions regarding any of the product/s?
(If any)
___________________________________________________
___________________________________________________
108

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CHAPTER – 1

“APIS GROUP ALWAYS BELIEVES IN TAKING CHALLENGES HEAD ON

ABOUT THE TOPIC

2.1 PROFILE OF THE ORGANIZATION

 Apis Vedic Kitchen (Ginger Garlic Paste).

 Apis Spicelicious Pickles range

 Apis Dates rage.

Core Brand USP.

2018-19: Growth Plan

2.2 COMPETITION MAPPING

A competition mapping is a visualization of the competitive position of firms,

How to Conduct a Competitive Analysis

1. Categorize your competitors.

 Capitalize on their weaknesses and strengths to help start your business.

As you conduct your research, keep things organized in a spreadsheet or database.

2. Examine your competitor’s website & customer experience.

To start, take a close look at the following items:

3. Identify your competitor’s market positioning.

4. Take a peek at pricing.

5. Problem solve for shipping.

6. Take a temperature check with reviews.

This is just a no-brainer.

7. Review social media.

Looking at your competitors’ social media accounts has multiple benefits.

8. Use these bonus items and tools for competitive analysis.

Visual merchandising or display outlets is the practice in the retail industry of

Techniques of display outlets

In-store visual merchandising can be used to capture the attention of consumers

• Point of purchase display

Merchandise must be visible, easy to access, and there must be a range of

The atmospherics also have a large influence on the store environment.

Visual merchandising is a multi-sensory tool used by retailers to catch the attention

Adjusting window displays based on seasonal events, calendar dates, and

KAMAL AND KANDAHAR SUPER MARKET KABUL CHAHARDHI SUPER MARKET

BALKH SUPER MARKET KEFAYAT SUPER MARKET

ROSHAN GENERAL STORE

NEW SAHIB PANEER BHANDAR

AFGHANI BROS. NAWABI SUPER MARKET

HANS MEDICOS KUMAR GENERAL STORE

JAGADAMBA STORE JAI MATADI POOJA STORE

NAND MEDICOS KESHAV STORE

NOORANI DAWAKHANA BHRAMPURI

SHREE RADHEY PROVISIONAL STORE

BIG BAZAAR, GAGAN TRADERS

GIRAJ STORE APNA BAZAAR

DEEPAK ANAND, CHAIRMAN

A Delhi University Graduate from Kirori Mal College in Commerce he spearheads

 Maximum consumer offer.

 Less brand recall.

 New market can be explored.

 Consumer buys only branded products like Dabur honey; Kissan

3.1 RESEARCH OBJECTIVE

3.2 DEFINITION OF RESEARCH DESIGN

3.3 RESEARCH METHODOLOGY

It is a way to systematically solve the research problem. It may be understood as a

3.4 RESEARCH DESIGN

3.5 TYPES OF RESEARCH DESIGN

 Exploratory research design

 Descriptive research design

A decision has to be taken concerning a sampling unit before selection sample. It

In non-probability sampling technique the chances of selection of all elements of

3.7 SOURCES OF DATA

Secondary data may be either published or unpublished data.